Our Story

The LONDON-based designer transforms her imaginative visions into stunning realities. Each creation begins with intricate pattern cutting in the serene studio, nestled in her garden. Once the designs take shape, they are lovingly brought to life in two long-established factories in JAPAN.

Our brand can be best described by the term "Less is more". This phrase embodies the essence of minimalism and our boldness in exclusively using knitted fabric and offering a one-size-fits-all approach. Some items are crafted from high-tech fabrics, while our sustainable sweatshirts are made from recycled plastic bottles. Despite their eco-friendly origins, they exude a luxurious shine.

We take great pride in the quality and artistry of our products. When you wear them, you'll immediately notice the superior fabric quality and the uniqueness of their pattern cutting. Our garments have a transformative effect, making anyone, regardless of their height or size, feel extraordinary and perfectly aligned with their vibe. We possess an innate understanding of accentuating the most flattering aspects while subtly concealing others, ensuring every woman feels attractive and confident. This is the key to our success.

The way we approach dressing for work, travel, and leisure knows no boundaries. COGTHEBIGSMOKE truly embraces diversity, effortlessly blending into any setting with a simple change of shoes and accessories. This versatility has catapulted our brand to instant acclaim in Japan and the United States.

The Founder

Noriko was born in Japan and has always had a strong belief, since childhood, that she would naturally venture beyond her home country. At the age of 16, she embarked on her first solo journey abroad, and since then, she has rarely been found sitting at home, always propelling herself forward to broaden her horizons. The cultural shock she experienced upon entering a high school in the US at the age of 17 had a profound impact on Noriko, shattering the confines of her narrow worldview.

With a focus on studying design and art in general, Noriko immersed herself in the realm of fashion, her sole and unwavering passion, which she discovered after receiving numerous awards. Her pursuit in this field continues to this day.

Having been exposed to the global fashion scene, Noriko now finds herself in the UK, a place she can truly call home. After working in the design department of established British brands, she established COGTHEBIGSMOKE in 2019, driven by the desire to create products that fully satisfy her from every angle.

Noriko's interest lies not in how she appears to others, but in pursuing a silhouette that satisfies her own sense of beauty. This pursuit involves carefully facing jersey, a material that is often lightly treated. And this material can be said to be a best friend when spending most of one's true self time in life. For her, even when going to the corner shop, seeing her silhouette reflected in the window and being satisfied with it are major factors of simple happiness.

In order to realise that perfect silhouette, Noriko personally hand-draws patterns and relentlessly pushes herself to the limits. She finds immense joy in utilising recycled materials, finding a sense of purpose, known as "IKIGAI," in transforming them into something that shines magnificently, surpassing their original glory tenfold.

The Little Secret of Black Label

 

The message conveyed by the black label on COGTHEBIGSMOKE items speaks to a philosophy of timelessness and a counterpoint to the relentless cycle of newness in the fashion industry.

Creating something new is thrilling, but in recent years, it has become harder to obtain and cherish items we want to wear over and over. Fashion often pressures designers to continuously launch new concepts every season, but is it truly necessary to replace items just to match a particular year or season? The push for novelty is due, in part, to the tendency to consider designs declared as “new” only for a specific period, until they are eventually deemed “outdated.”

COGTHEBIGSMOKE’s approach rejects this cycle. When the brand launched its first collection in 2019, it was named simply “Collection 1,” not "2019 Autumn/Winter New Collection." A discreet black label with the number “1” was sewn into the back of each design. Naturally, the next series carried a “2.” The numbers on these black labels represent the identity and origin of the designs, serving as a “birth certificate” rather than a marker of freshness or expiration. Over the years, various numbered items coexist in each collection, forming a harmonious blend across seasons.

The motto, “If it doesn’t need to be changed, don’t change it,” captures the brand’s core philosophy. Each number signifies a lasting beauty that transcends time.

So, take a look at the black label in your wardrobe. What number do you see? Whatever it may be, we believe it will continue to shine with timeless, quiet elegance.

 Why COG?

The origin of the brand name “COG THE BIG SMOKE” is derived from two things near and dear to the designer’s heart. The first: her jet setter childhood teddy bear, named “COG” The second half comes from London’s longtime nickname “THE BIG SMOKE” 

After decades of traveling, the brand made London its home, inspired by the arts scene, architecture and creative movements the city is synonymous with. 

COGTHEBIGSMOKE embraces a minimalist concept, with “less is more” at the centre of our ethos. Our collection’s focal point is jersey material crafted for all ages, sizes, seasons and occasions. 

COGTHEBIGSMOKE is made with the Jetsetter in mind. Our designs are versatile enough to wear on any trip, and can easily go from your suitcase to exploring a new city. Our customer is driven by quality over quantity, seeking pieces that will not only clothe her, but inspire confidence in anything and everything she commits to doing.